Brand Tone

aspirational, empowering, and intimate

Brand Values

• •Authenticity and Trust
• •Sustainability and Slow Fashion
• •Accessibility of Luxury
• •Community and Connection
• •Empowerment

Best Practices

• •Lead with the "Why": Always connect the product back to the core brand values. Don't just sell a bag; sell the dream, the empowerment, the sustainable choice, or the story behind it.
• •Maintain a Personal & Intimate Voice: Use "we" to refer to the founders and the brand. Tell the story of Mina and David where relevant to build trust and humanize the brand. Use authentic, emotional language.
• •Emphasize Trust and Authenticity at Every Opportunity: Consistently mention the authentication process, guaranteed authenticity, and use of technology like Entrupy. This directly addresses potential customer hesitation with pre-loved luxury.
• •Balance Aspiration with Accessibility: While the products are luxury, the tone should remain welcoming and inclusive. Use empowering language that invites customers in, rather than making luxury feel out of reach. Remind them of the mission to make luxury accessible.
• •Be Consistent Across All Channels: Ensure the language and aesthetic on Instagram, TikTok, and the website are aligned. The elegant, clean visuals on social media should be matched by sophisticated, story-driven copy that reinforces the brand's core values.

Social Perception

The social perception of MILOURA is still developing and currently mixed. While the brand's detailed 'Our Story' of sustainability, friendship, and empowerment resonates positively and aims to build community and trust, there are existing trust concerns from third-party sites due to hidden owner identity, the site's relative newness, and limited independent customer reviews. The brand needs to actively build trust to overcome technical red flags, despite using secure payment options and valid SSL certificates.

Copy Examples

• •More Than a Bag. It's a Dream You Can Hold. Some see a classic flap bag. We see a symbol of strength, elegance, and a dream fulfilled. Founded on the belief that everyone deserves to feel worthy, MILOURA brings you authenticated, pre-loved luxury that tells a story. Your story. #MILOURA #PreLovedLuxury #ChanelClassic #SustainableFashion
• •On-screen text: "Wondering if it's real? So are we. That's why every piece undergoes a rigorous authentication process." (Show close-ups of stitching, hardware, and verification tech). "Your trust is our foundation. #LuxuryAuthentication #RealvsFake #SlowFashion #MILOURA"
• •Wear the Change. Choose Pre-Loved. Join the slow fashion movement with MILOURA. Every authenticated designer piece we curate is a step away from waste and a step toward a more sustainable future. Luxury that feels good, inside and out. #CircularFashion #SustainableLuxury #EcoChic
• •A Story of Friendship, Physics, and Fine Bags. MILOURA isn't just a marketplace; it's a community built on a decade of friendship. We believe in the power of women and the science of sustainability. Discover our curated collection of authenticated luxury, and find a piece that empowers you. Welcome to the family. #CommunityAndConnection #FemaleFounded
• •An Enduring Symbol of Love, Authenticated for Its Next Chapter. This iconic Cartier Love Bracelet is more than just jewelry; it’s a testament to timeless design and lasting value. Verified for authenticity by our experts and Entrupy, this pre-loved piece is ready to become part of your story. Embrace sustainable luxury without compromise. #CartierLove #AuthenticatedLuxury #TimelessElegance